Diseño de estrategias de marketing para la academia de danza cosmo en la Ciudad de Guayaquil
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación se realizó para la Academia de Danza Cosmo ubicado en el norte de
la ciudad de Guayaquil, en el sector de Mucho Lote, que presenta como problema la falta de
aplicación de estrategias de marketing, que ha provocado problemas para alcanzar un
reconocimiento de mercado. Además de esta situación, el crecimiento de la competencia cerca
del lugar ha obligado a reducir el precio de las membresías y a reducir su cantidad de clientes.
En vista de esta situación se estableció la justificación, objetivos y metas. Para esto fue
importante el desarrollo del marco teórico relacionado a fundamentaciones de marketing, leyes
y conceptos que tienen relación con la construcción de conocimientos para la presente
investigación. Se realizó el levantamiento de información mediante el uso de una ficha de
observación, encuestas a 120 clientes de la escuela y entrevistas a la propietaria. Los resultados
reflejaron puntos positivos y negativos que permitieron establecer los lineamientos para el
diseño de la propuesta enfocada en estrategias de marketing diseñadas en base a las necesidades
y actividades que se realiza en la academia. Esto permite llegar a la conclusión de que el
negocio logrará un incremento del 20% de los ingresos anuales durante un periodo de cinco
años y generará una ventaja ante la competencia logrando un reconocimiento en el mercado.
The present investigation was carried out for the Cosmo Dance Academy located in the north of the city of Guayaquil, in the Mucho Lote sector, which presents as a problem the lack of application of marketing strategies, which has caused problems to achieve recognition of market. In addition to this situation, the growth of competition near the site has forced to reduce the price of memberships and reduce their number of customers. In view of this situation, the justification, objectives and goals were established. For this, the development of the theoretical framework related to marketing fundamentals, laws and concepts related to the construction of knowledge for the present investigation was important. The information was collected through the use of an observation form, surveys of 120 clients of the school and interviews with the owner. The results reflected positive and negative points that allowed establishing the guidelines for the design of the proposal focused on marketing strategies designed based on the needs and activities carried out in the academy. This allows to reach the conclusion that the business will achieve an increase of 20% of the annual income during a period of five years and will generate an advantage before the competition obtaining a recognition in the market.
The present investigation was carried out for the Cosmo Dance Academy located in the north of the city of Guayaquil, in the Mucho Lote sector, which presents as a problem the lack of application of marketing strategies, which has caused problems to achieve recognition of market. In addition to this situation, the growth of competition near the site has forced to reduce the price of memberships and reduce their number of customers. In view of this situation, the justification, objectives and goals were established. For this, the development of the theoretical framework related to marketing fundamentals, laws and concepts related to the construction of knowledge for the present investigation was important. The information was collected through the use of an observation form, surveys of 120 clients of the school and interviews with the owner. The results reflected positive and negative points that allowed establishing the guidelines for the design of the proposal focused on marketing strategies designed based on the needs and activities carried out in the academy. This allows to reach the conclusion that the business will achieve an increase of 20% of the annual income during a period of five years and will generate an advantage before the competition obtaining a recognition in the market.
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Palabras clave
ESTRATEGIAS, MARKETING, RECONOCIMIENTO DE MARCA, INCREMENTO DE INGRESOS